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Vitamins and Mineral Supplements - UK - May 2005

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
PREMIER INSIGHT
Use legislation as a ‘safety guarantee’
Targeting press campaigns
Family vitamins
EXECUTIVE SUMMARY
Media impact and legislation shaping the market
Growth at the value end of the market
Fragmented supply base
Direct marketing and below-the-line promotion
Pharmacies and grocery multiples
Cod liver oil is the nation’s choice
Legislation to be the defining issue
MARKET DRIVERS
Ageing population
Figure 1: Trends and projections in UK population, by age group, 2000-09
PDI and consumer expenditure
Figure 2: PDI and consumer expenditure, at constant 2000 prices, 2000-09
Diet
The European Food Supplements Directive…
…and campaigning against the ruling
Impact of media
MARKET SIZE AND TRENDS
Figure 3: UK retail sales of vitamins, tonics and dietary supplements, 2000-05
The impact of RPM abolition and the rise of generics
A blurred division
Figure 4: retail sales of vitamins, tonics and dietary supplements, by sector and value, 2002-04
MARKET SEGMENTATION
Figure 5: UK retail sales of vitamins, tonics and dietary supplements, by type and value, 2002-04
Cod liver oil at the top
Media interest in children’s diets
THE SUPPLY STRUCTURE
Figure 6: Manufacturer’s share of vitamins, tonics and dietary supplements, by value, 2002 and 2004
NPD drives growth
 COMPANIES AND BRANDS
Seven Seas
Bayer (Roche)
Peter Black/Chefaro
Wyeth Consumer Healthcare
 OTHERS
Boehringer Ingelheim
Solgar
Vitabiotics
 OWN-LABEL
Boots
Holland & Barrett/GNC
Other own-label
NEW PRODUCT DEVELOPMENT
 NEW PRODUCT BRIEFS
March 2005
February 2005
January 2005
December 2004
November 2004
ADVERTISING AND PROMOTION
Figure 7: Main monitored media advertising expenditure on vitamins and tonics, 2000-04
Figure 8: Main monitored media advertising expenditure on vitamins and tonics, by selected manufacturers, 2002 and 2004
Below-the-line promotions
Figure 9: Selected below-the-line promotions of vitamins and tonics, January-April 2005
DISTRIBUTION
Figure 10: UK retail sales of vitamins and dietary supplements, by type of outlet and value, 2002 and 2004
THE CONSUMER
Vitamins and other supplements
Figure 11: Usage of vitamins and other supplements, 2000-04
Tendency to daily use
Age and gender the main discriminators
Skew towards the better-off
Wales and London top the list
Types of vitamins taken regularly
Figure 12: Types of vitamins and other supplements taken regularly, 2000-04
Cod liver oil rises in popularity
Exclusive consumer research
Figure 13: Types of vitamins bought in the last 12 months, February 2005
Women are avid consumers
Different needs at different ages
The impact of children
The North/South divide
THE CONSUMER – DETAILED DEMOGRAPHICS
Vitamins and other supplements: weight of usage
Figure 14: Usage of vitamins and other supplements, by gender, age and socio-economic group, 2004
Figure 15: Usage of vitamins and other supplements, by lifestage, presence of children and Mintel's Special Groups, 2004
Figure 16: Usage of vitamins and other supplements, by marital status, working status, household size and region, 2004
Vitamins bought in the last 12 months
Figure 17: Types of vitamins bought in the last 12 months, by gender, age and socio-economic group, February 2005
Figure 18: Types of vitamins bought in the last 12 months, by lifestage, presence of children and Mintel's Special Groups, February 2005
Figure 19: Types of vitamins bought in the last 12 months, by marital status, working status and household size, February 2005
Figure 20: Types of vitamins bought in the last 12 months, by region and ACORN categories, February 2005
Figure 21: Types of vitamins bought in the last 12 months, by media usage, TV viewing and supermarket usage, February 2005
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
Figure 22: Attitudes towards vitamins and minerals, February 2005
 VMS TARGET GROUPS
Figure 23: Attitudes towards vitamins and minerals, February 2005
Vitamin Advocates (48% of sample)
Advice Seekers (42% of sample)
Vitamin Refusers (11% of sample)
Type of vitamins bought by VMS target groups
Figure 24: Type of vitamins bought by VMS target groups, February 2005
Vitamin Advocates have high consumption levels of all vitamins
Number of different vitamins and minerals bought by VMS target groups
Figure 25: Number of different vitamins and minerals bought by VMS target groups, February 2005
Types of VMS bought by supermarkets used
Figure 26: Types of VMS bought by supermarket usage, 2005
Cod liver oil in town centre stores
Vitamin takers go to Tesco
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES: DETAILED DEMOGRAPHICS
Attitudes towards vitamins and minerals
Figure 27: Attitudes towards vitamins and minerals, by gender, age and socio-economic group, February 2005
Figure 28: Attitudes towards vitamins and minerals, by lifestage, presence of children and Mintel's Special Groups, February 2005
Figure 29: Attitudes towards vitamins and minerals, by marital status, working status ahd household size, February 2005
Figure 30: Attitudes towards vitamins and minerals, by region and ACORN categories, February 2005
Figure 31: Attitudes towards vitamins and minerals, by media usage, TV viewing and supermarket usage, February 2005
VMS target groups
Figure 32: VMS target groups, by gender, age and socio-economic group, February 2005
Figure 33: VMS target groups, by lifestage, presence of children and Mintel's Special Groups, February 2005
Figure 34: VMS target groups, by marital status, working status and household size, February 2005
Figure 35: VMS target groups, by region and ACORN categories, February 2005
Figure 36: VMS target groups, by media usage, supermarket usage and TV viewing, February 2005
THE FUTURE
Legislation
Socio demographics
Converting the unconverted
FORECAST
Figure 37: Forecast of the market for vitamins, minerals and supplements, 2005-10
Market growth is limited
Growth in PDI will continue to augment VMS market
Shift of demographics will benefit the market
Positive commentary helps to develop children’s market
The impact of legislation
Figure 38: Forecast of the VMS market, 2005-10
Factors used in the forecast

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